Paula's Ibiza Eclectic fragrance by LOEWE was launched in May 2022, as a brand extension of the Paula Ibiza fragrance mothership launched in 2020 by Loewe perfumer Nuria Cruelles.

The nose behind this fragrance is Núria Cruelles Borrull, who arrived at Loewe in 2018 and went to work on Paula’s Ibiza. Top notes are Mandarin Orange and Pepper; middle notes are Ylang-Ylang, Jasmine Sambac, Orange Blossom, Coconut, Incense and Olibanum; base notes are Vanilla, Australian Sandalwood and Musk.

The visual campaign tying cocktails to the new Loewe Ibiza Electic fragrance is fasincatng but also very LVMH. Bernard Arnault himself has discussed finding cross-maketing opportunities for different LVMH businesses and brands.

Then AOC learned that Barcelona-based Núria Cruelles Borrull is a trained sommelier and her husband is fully dedicated to oenology. For Borrull, her life is a passion for aromas, including the spring orange blossoms that bloom in her Barcelona, cobblestone-streets neighborhood.

In her own aroma-driven professional laboratory and personal lifestyle, Borrull works with flowers and raw materials from all over the world. Her latest passion is vetiver: "recently I was able to see how it was distilled and it was wonderful".

Vetiver essential oil is derived through the steam distillation of the plant's roots.

Its initial strong aroma is described as woody, smoky, earthy, herbaceous, spicy and masculine. Haitian Vetiver by Ermenegildo Zegna was launched in 2014. Vetiver is compared to lemongrass but much more intense.

LOL. we’re off on another AOC adventure here, as we share a vetiver root vase made in Madascar for Ngala Trading.

That vase is SOOOOO Loewe. And it may be a sustainable byproduct of the oil distillation process. More perfect for Loewe, if true. Then the artisan-approach to harvesting the ingredients in Africa. MORE perfect still for Loewe.